Schema markup is code that provides structured data on web pages to help search engines understand content. It allows search engines to display rich content like knowledge graphs. Schema can be added through plugins for WordPress sites, manually for other sites, or with tools. The sample schema shows how to mark up business name, location, and contact using tags like itemscope, itemtype, and itemprop. A complete schema should include additional tags like sameAs, logo, and geo.

1. Schema
Structured Data
Basic Markups to Get You Started

2. Schema Markup?
Schema markup is code that you
place on your web pages to make
them easier for search engines to
understand the content and return
more informative results for users.
WHAT IS

3. RICH CONTENT
in SERPs, including knowledge
graphs.
SEARCH ENGINES USE THIS DATA TO DISPLAY

4. How to Add
Schema Markup to
Your Website

5. Using a Schema Plugin
is the easiest and fastest way add
schema markup to your website
pages.
IF YOU HAVE A WORDPRESS WEBSITE

6. Popular Schema Plugins

7. Adding Schema Manually
for websites not built on WordPress
or if you need to tag page elements
not supported by the plugin.
ANOTHER WAY TO ADD SCHEMA MARKUP IS BY

8. Schema Markup Tools
are available to make it easier to
generate the necessary code.
YOU DON'T HAVE TO DO EVERYTHING MANUALLY.

9. Google Markup Helper
This tool will help you add
structured data markup to some of
the most commonly used types of
web pages.
HTTPS://WWW.GOOGLE.COM/WEBMASTERS/MARKUP-HELPER/

10. Structured Data Testing Tool
This tool will help you check if you
have implemented your schema
markup correctly.
HTTPS://DEVELOPERS.GOOGLE.COM/STRUCTURED-DATA/TESTING-TOOL/

11. Schema Markups
You Should Know and Use

12. Sample Markup
<div itemscope itemtype=”http://schema.org/yourBusinessType“>
<span itemprop=”name”>YOUR BUSINESS NAME</span>
<a itemprop=”url” href=”http://www.yourwebsite.com/“>Home</a>
<a itemprop=”telephone” href=”tel:+1234567890“>(123) 456­7890</a></div>
<div itemprop=”address” itemscope itemtype=”http://schema.org/PostalAddress”>
<span itemprop=”streetAddress”>111 YourStreetAddress st.</span>
<span itemprop=”addressLocality”>Locality</span>,
<span itemprop=”addressRegion”>YourState</span> <span
itemprop=”postalCode”>YourZipCode</span>
</div>

13. Your Business
name, location and other contact
information can be marked up.
THE SAMPLE SCHEMA ABOVE SHOW HOW

14. Common Tags
Let's first define some of the most common tags
that you'll see in schema markup code.

15. itemscope
This tag simply specifies that the
HTML contained in the <div>...
</div> block is about a particular
item.
<DIV ITEMSCOPE .....</DIV>

16. itemtype
is used to tell search engine what the
page is about - in the case of our
sample, we want to declare the type of
business you have. The full list of types
is available here:
https://schema.org/docs/full.html
ITEMTYPE=”HTTP://SCHEMA.ORG/YOURBUSINESSTYPE“

17. itemprop
is used to add properties
associated with the type you
chose. In our example, name, url,
address and telephone are all
properties of the itemtype
localbusiness
<SPAN ITEMPROP=”NAME”>YOUR BUSINESS NAME</SPAN>

18. Extras
When you prepare schema markup about your company, it is
important to add as much information as possible to help
improve your company's knowledge graph box. Here are some
properties you should be sure to mark up.

19. sameAs
a reference web page associated to your
business/brand like your social media
profiles (Facebook, LinkedIn,Twitter, etc.)
and citations. This helps search engines
make a connection between your website,
your citations and social profiles.
<LINK ITEMPROP=”SAMEAS” HREF=”HTTPS://..../YOURWEBSITE“>

20. logo
By tagging your logo, search engines will
know what image to use as your logo.
<IMG ITEMPROP=”LOGO” SRC=”HTTP://..../LOGO.PNG” />

21. hasMap
For Local Businesses with a physical
store, including a map in your schema
will ensure that your correct location
will always be displayed.
<LINK ITEMPROP=”HASMAP” HREF=”HTTPS://GOO.GL/MAPS/...“>

22. geo
the geo tag is another way to make it
absolutely clear to search engine about
your location if you include GPS
coordinates in your schema.

23. Schema for Geo
<span itemprop=”geo” itemscope itemtype=”http://schema.org/GeoCoordinates”>
<meta itemprop=”latitude” content=”40.76205” />
<meta itemprop=”longitude” content=”­73.98884” />
To find your coordinates, you can visit this site and
type in your business address

24. A Better Schema Markup
<div itemscope itemtype="http://schema.org/organization">
<span itemprop="name">Panoptic Marketing LLC</span>
<a itemprop="url" href="http://www.Panopticmarketing.com/">Home</a>
<img itemprop="logo" src="http://www.panopticmarketing.com/logo.png" />
<link itemprop="sameAs" href="https://www.facebook.com/PanopticOnlineMarketingLlc ">
<link itemprop="sameAs" href="https://twitter.com/panoptic_nyc">
<a itemprop="telephone" href="tel: +16468204650">+1 646­820­4650</a>
</div>
<div itemprop="address" itemscope itemtype="http://schema.org/PostalAddress">
<span itemprop="streetAddress"> 353 West 48th Street, #328</span>
<span itemprop="addressLocality">New York</span>
<span itemprop="addressRegion">NY</span> <span
itemprop="postalCode">10036</span>
</div>
<span itemprop="geo" itemscope itemtype="http://schema.org/GeoCoordinates">
<meta itemprop="latitude" content=”40.76205” />
<meta itemprop="longitude" content=”­73.98884” />
</div>
</div>

25. Don't Forget to Check Your Schema

26. Know you have an improved
schema markup for your
company information

27. http://panopticmarketing.com